If the current designers only know UI design (pure visual design), then you will have a hard time in the future. Now that the design requirements are getting wider and wider, designers in many companies need a variety of skills. If you don’t It is easy to be eliminated by absorbing other knowledge. Today I will share with you a new knowledge: "Private domain traffic" and "Public domain traffic", which seem to have little to do with design, but are actually closely related to the Internet products you are making now. This is also what needs to be understood, to expand a little new Internet thinking, to understand what is "private domain traffic" and "public domain traffic".
1. What is private domain traffic?
To understand private domain traffic, you must first understand the concept of a traffic pool. A traffic pool is a container for accumulating traffic. It is mainly a database set up to prevent effective traffic from flowing away, such as: Taobao, Baidu, Weibo, etc. As long as there is enough budget, you can continuously acquire customers (a channel for acquiring new users), which is called a traffic pool.
Private domain traffic refers to traffic that is owned by brands or individuals, free of charge, reusable, and can reach users at any time. It is not a new thing, but compared with the traffic we have been exposed to, it is more convenient for merchants or personal traffic.
For example: before social media was popular, private domain traffic was the customer’s contact information (mobile phone number, email address, address, etc.). When you want to contact them, you can call, send text messages, send emails, or even send them home Sample experience. At that time, these customer information were even the company's commercial secrets.
With the progress of the times, today's private domain traffic is a private domain that belongs entirely to "you", ranging from businesses with an annual income of hundreds of millions to small individual operators. These traffic exists in social media such as public accounts, WeChat friends, Weibo, communities, Moments, Toutiao, Douyin, etc. It is a private traffic pool (that is, private domain traffic) that you can control at any time. This traffic pool Here are your fans, customers and potential customers.
The product is a tool to carry user traffic. Even if users are distributed in different products, as long as they are in personal accounts, they are your private domain traffic. As the name implies, private domain traffic is your own traffic. Compared with public domain traffic, it mainly refers to the free traffic independently owned by individuals or brands. It needs to obtain more accurate vertical domain traffic with higher conversion rate through precipitation and accumulation.
2. Public domain traffic and private domain traffic
Any Internet company cannot do without a core issue-traffic. Those who get the flow win the world, and only with the flow can the next step of conversion be carried out. "Flow" not only represents the focus of the public.
For Internet companies, traffic is the market, traffic is users, and traffic is business opportunities. The private domain traffic we are talking about means that this part of the traffic belongs to the "private assets" of businesses or individuals. Since there is private ownership, there must be public ownership. Corresponding to private domain traffic is public domain traffic, such as Taobao, Jingdong and other large traffic platforms, all traffic has to be bought with money, and it is getting more and more expensive. The "buy with money" here refers to advertising promotion, ranking Promotion etc. With the exposure rate, the user's attention (browsing behavior) will naturally come.
What is the essential difference between these two types of traffic?
Public domain traffic and private domain traffic are not absolute concepts, but relative concepts. For example, if a shopping mall is opened on a pedestrian street, the traffic in the shopping mall is private domain traffic compared to the pedestrian street, because the store is based on the pedestrian street. Compared with shopping malls, the traffic of pedestrian streets is public domain traffic, because other shops can also enjoy it. For another example, if you open an online store from Taobao, the traffic in the online store is private domain traffic compared to Taobao, and the traffic in Taobao becomes public domain traffic compared to the online store. Similarly, the traffic of official accounts is private domain traffic relative to WeChat, and the traffic of WeChat is public domain traffic relative to official accounts.
Therefore, traffic in the public domain is like the sea. At the beginning, there are many fish and few people are fishing. Even if our fishing skills are average, we can still gain something. With more and more people fishing, the cost of catching fish is getting higher and higher, but the quality of fish is getting lower and lower, so many people start to build their own fish ponds to raise fish, so that the cost of fishing is lower. It is also easier to catch fish, and it can be rented out for others to fish. Self-built fish ponds are private domain traffic. With the slowdown of the traffic dividend, the traffic in the public domain is gradually saturated, and it is difficult for merchants to acquire customers at a lower cost. Why is it a lower cost? Please see the case below.
Public domain traffic:
Public domain traffic is also called platform traffic. It does not belong to a single individual, but traffic shared by the collective. Let’s take a look at our five common platforms for traffic flow:
E-commerce platforms (Taobao, JD.com, Netease Kaola, etc.);
Content aggregation platforms (Tencent News, Netease News, Toutiao, etc.);
Community platforms (Baidu Tieba, Weibo, Zhihu, Jianshu, etc.);
Video content-based platforms (Tencent Video, iQiyi, Douyin, etc.);
Search platform (Baidu search, Google search, 360 search, etc.).
For individuals on the platform, they can only obtain traffic in the form of payment or activities under the principle of meeting the platform rules, and the retention rate is poor, because individuals have no right to control and can only follow the development rules of the platform. And the traffic always belongs to the platform, and individuals who are suspected of excessive marketing will be blocked. Obviously, they all rely on the platform for traffic and cannot fully control their own traffic distribution.
The disadvantage of this form is that each traffic usage needs to pay a high fee. Of course, the advantage is that the traffic acquisition method is relatively simple, you can spend money to buy and pay, and the platform will customize the push plan according to your payment level. But this kind of promotion method is equivalent to finding a needle in a haystack. For example, when we do promotion on Baidu, we want to use Baidu’s traffic to expose our UI design online course. Among the 100 visiting users, only one is eligible for the target user, so the platform traffic cannot be accurately exposed to the group of the target user.
Private domain traffic:
Next, let's compare private domain traffic, which belongs to a single individual. For example, if the followers of a public account are all UI designers, then the private domain traffic of this public account is the first choice for promoting UI design online courses, because everyone has this demand and all come from this field, but the degree of desire for the demand It's just different. In 100 reading users, maybe 10 will take a closer look. Therefore, the accuracy of this promotion method is higher than that of platform traffic, and the key is that the promotion cost is extremely low. The disadvantage is that the exposure rate, area of influence, and user popularity are temporary, but there will be obvious user growth in a short period of time, which is the so-called "quick customer acquisition" and "hot spot customer acquisition".
Therefore, our common private domain traffic exists in personal accounts, and they can fully control their own traffic distribution. For example, in WeChat, friends are also our private domain traffic. We can choose different friends to group and push messages, so the biggest feature of private domain traffic is to directly reach users.
At the same time, private domain traffic can be used repeatedly, which is more suitable for products with strong repurchase attributes, which is conducive to increasing the repurchase rate. For example, the marketing methods of some small supermarkets in our lives use private domain traffic to increase customer stickiness and repurchase rate: When paying for goods in the supermarket, the cashier asks you to add the WeChat ID of their store manager, how many points you can get and how much discount you can get if you add it successfully. This is the first step in acquiring customers, and then the store manager will pull these customers into one In the WeChat community, some discounted products, discounted new products, etc. are pushed regularly every day. Some people who operate with care are also doing "grabbing red envelopes" in the community.
We can see that private domain traffic pays more attention to guidance and operation than public domain traffic. If you summarize the difference between private domain traffic and public domain traffic in one sentence, it is: users of private domain traffic belong to individuals, and users of public domain traffic belong to platforms.
3. Characteristics and value of private domain traffic
1. More controllable
Suppose a platform has one million users, but these one million users have nothing to do with us. Only when we import the users into our own platform can we count them as our own users, and then we can provide targeted services to these users in the future. occur.
Take "Shaking Addiction" as an example. Users like a lot of short videos. When they are interested in one of the videos, they can choose to follow the account owner. After paying attention, they can enjoy the video services provided by the account owner as soon as possible. In general, followers are the private domain traffic introduced from the platform. When more and more users pay attention to the owner of the account, the owner of the account becomes a so-called Internet celebrity and has a certain influence in a specific field, because there is a large group of "private domain traffic" supporting him. Based on this, some other The business and advertising will follow, which will be accompanied by income. The owner of the account can also choose services, subdivide the users who follow them, and cooperate with different brands.
2. Save money
Products need to pay high fees to gain exposure on the platform traffic, such as: keyword bidding, keyword promotion, etc. If you want to get free exposure through the platform...don’t even think about it, it’s impossible, people’s traffic also costs money smashed out.
Private domain traffic is almost free. Once users are introduced from platform traffic to private domain traffic, such as: WeChat community, it is really my site and I am the master. How to play is my right. Of course, I can’t be too presumptuous and lose it. The so-called essence, if the user experience is not good, it will be led away by other "private domain traffic" every minute. After all, it is the user's right to choose. Then there are the examples of UI designer online courses and supermarkets mentioned above, directly establishing contact with "regular customers", not to mention saving channel promotion costs, regular customers are willing to Amway more users for you, which is equivalent to helping you do it for free Without publicity and promotion, fission occurred virtually. Therefore, the cost of product exposure in the private domain is much lower than that of the platform exposure, and even a few hundred yuan can be used for a precise promotion, and this precise promotion will also generate secondary traffic.
3. Richer marketing methods
The operation of the private domain can allow merchants to establish a closer connection with consumers, and then merchants can expand based on products. Whether it is secondary marketing or diversified marketing, as long as the content you output does not disappoint or dislike users, it will help for sale.
The most common activities around us are to share articles to Moments and enter communication groups, participate in the red envelope lottery in articles, collect and send books in the comment area, and promote articles on official accounts and other activities. This is virtually fissuring and promoting the private domain traffic of merchants.
Of course, these are only a small part of the gameplay, and it does not violate the principle of mutual benefit: I share your article and enter the exchange group I want to enter, and I will bring your article to a reading, but I may get a lucky draw red envelope, and I will mobilize my friends My friends helped me accumulate and fissilely exposed your products, but I got the books I wanted...
Writing here reminds me of the joke I saw on the Internet before, "I treat you as a friend, but you treat me as your private domain traffic". However, whether it is reality or the Internet, it is impossible for someone to give selflessly in a business environment. Although it is very clear, we still need to correctly understand the reality. After all, this is the Internet era of resource exchange and resource sharing.
4. Higher customer stability
Private domain traffic can effectively prevent user loss, especially users you interact with frequently. By operating private domain traffic and establishing emotional interaction (interaction) with users, they will not block the products you recommend as advertisements reflexively. At the same time, your sincere recommendations will also make users more and more stable. , not easy to lose.
Nowadays, many merchants will take the initiative to add some customers with their personal accounts, and provide them with reservations, exclusive discounts and so-called VIP services through personal relationships. Therefore, more exposure of merchants in front of users can also play a role in awakening users' memory, and the repurchase rate will increase over time.
5. It is more conducive to shaping the brand and personal IP
A good brand reflects a good reputation, and to some extent will help users eliminate the difficulty of choosing. For example, when we buy shoes, there are so many brands. I will definitely choose the one that ranks first in my mind. The cognition and trust of merchants at the spiritual level, the process of brand building is the process of establishing user loyalty.
The interaction of private domain traffic can shorten the distance between brands and users, and bring together similar groups of people through the services provided by products. The cumulative influence of these people cannot be underestimated. Regardless of the size of the merchant, mastering private domain thinking can effectively promote communication with users and increase user stickiness and loyalty.
When operating private domain traffic, the most common mistake is to follow the previous thinking. For example, many companies let the customer service team create a large number of WeChat personal accounts to operate the circle of friends, but in fact, no WeChat user wants to have an advertising customer service in their circle of friends. The core of private domain traffic conversion is trust, which is based on trust between people. There is a very important link here, which is to build personal IP and create an industry KOL or expert identity. For example, if you have rich industry experience in a certain field, you can share your experience with those in need through certain channels. This creates a strong trust, because in the eyes of users, you are an expert in the industry (you are right~), after completing this step, private domain traffic can increase conversion. To put it bluntly, it is what kind of services you (merchant) can provide users, and how many people recognize these services.
4. Common diversion methods around
1. Induced by interests
For example, pay attention to the official account to receive red envelopes, download apps to send cash, register to receive coupons, etc. After the traffic pool is exposed, when users see the benefits of entering private domain traffic, they will generally form conversions. Although the data is beautiful in a short period of time, the retention rate and activity cannot be guaranteed, which requires in-product guidance and experience to support it.
2. Solve content demands
Do high-quality content output, solve users' content demands, and rely on the content itself to impress users and form conversions. For example, if you are reading this article, you feel that you have received some goods, and you have the idea of following my official account, and make an act of following. This "behavior" is a conversion. Therefore, the essence of doing content private domain is to produce valuable, thoughtful and helpful dry goods. When others find that what you produce is helpful to them, they will take the initiative to come. This is a long-term strategy.
5. Write at the end
The attraction and operation of private domain traffic is to deal with people and a group of people, just like making products, to meet their core needs and some value-added needs. At present, there are not many mature methods for private domain traffic operation, and most merchants are still exploring and trying. Let's not just focus on the WeChat platform, where the traffic is where the users are, and where the private domain traffic pool is, just like some friends who have switched from the official account to "Shaking Addiction".
Out of my heart: Of course, I personally don’t care too much about the benefits brought to me by private domain traffic, because I always regard writing official accounts as a way of learning and growing up. By outputting some review and challenging knowledge points, I can help It is the best of both worlds to break through the boundaries of thinking by yourself and at the same time make friends with colleagues.